You need to measure the results of your online efforts to ensure that you’re on the right track. Social media marketing, PPC marketing and content marketing aren’t things you can just set and forget. It doesn’t work that way. You need to be actively engaged, monitoring the situation, and measuring the results so that you can make adjustments in real time based on factual information rather than conjecture.
We’re talking about monitoring metrics, and one of the most frequently used tools for the job is Google Analytics. Is it the best option, though? While there’s a lot to recommend using Google Analytics, it might not be the right choice for your needs.
Why Consider an Alternative to Google Analytics?
There are several reasons someone might want to find an alternative to Google Analytics. For instance, you might not want Google having so much access to your site’s information. You might dislike some of the issues that regularly arise with Google’s tool. You might want to get more granular information than what it’s capable of delivering. Then there’s the possibility that you don’t actually like Google Analytics. Sure, it’s easy to set up, but in order to get access to some of the most important insights, you have to do a lot of custom report creation and fiddling with the internal functionality of the tool. You have a lot of other things to do with your time.
If any of that sounds familiar, there are alternative choices. You might have heard of these:
- They’re all competitors of Google’s and they all offer varying degrees of functionality and price. Many of them are actually easier to use than Google’s tool, and some can provide a significant degree of insight into your metrics that’s either very difficult to achieve with Google, or near impossible.
With that being said, Google Analytics is often “good enough”. It can allow you to hone in on some core metrics and make smart decisions. It costs you nothing (except for the reams of information you regularly send to Google, which just further cements the search engine giant’s position as one of the world’s most successful companies). It can do a lot. The problem here is that leveraging every last ounce of potential from the analytics tool can be a real challenge, particularly if you’re not very experienced with it. Sure, it’s easy enough to set up initially, but if you’re not well-versed in measuring metrics, you may not know the right questions to ask. You may not know what you don’t know, which is a dangerous place to be for a business owner or decision maker.
Really, the best option is to learn what you can, but find a partner you can trust to handle the analytics side of things – a partner capable of using Google Analytics, as well as other, arguably more powerful, tools to delve into PPC, website and social media metrics and help your business grow.
Is Google Analytics the Best Option for Measuring Metrics? by Chris Tomlinson